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Engaging the Mommy Audience with Mommy Blogs

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This is my presentation from the 2011 Healthcare Marketing Strategies Summit in Orlando, FL.

This is my presentation from the 2011 Healthcare Marketing Strategies Summit in Orlando, FL.

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  • BTH – Examples of a couple of comments from visitors to the blog
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  • BTH – Shows Twitter followers growing the first few weeks of the promotion
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  • Transcript

    • 1. Engaging the Mommy Audience: Hospital Mommy Blogs
      Brooke Tyson Hynes, Tufts Medical Center
      Dan Dunlop, Jennings
      March 27, 2011
    • 2. Marketing to Moms
      Market “with” rather than market “to”
      Engage and allow for conversation
      Communicate shared values
      Must feel authentic
      Provide value via the relationship
      How do you enrich her life?
      Sense of community - belonging
    • 3. Social Networks & Psychology
      Social Networks: Supreme community building tools
      A gift (and a potential curse) to healthcare marketers
      The psychology of social networking:
      The importance of connecting; sense of community
      Allows one to create a more vivid personal brand
      Sense of empowerment
      Studies have shown that the brain reacts to social networking interaction as if they were in-person interactions (oxytocin hormone); Users get the same emotional benefit
      Heightened feeling of trust, empathy and generosity
    • 4.
    • 5. The Mommy Blog Phenomenon
      Deep South Moms Blog
      Organic and Green Mom Blog
      Mile High Moms
      A Mediocre Mom Blog
      Frugal Mom Blog
      American Muslim Mom Blog
      Snarky Mommy
      Crafty Mom Blog
      Single Mom Blog
      Agnostic Mom Blog
      Ninja Mom
    • 6. Understanding the Social Mom
      http://tinyurl.com/4pqu2cp
    • 7. Why does your hospital use social media ? Is there strategic intent?
    • 8. Hive Marketing
      Bringing together individuals with a shared interest (moms, for example)
      Allowing them to share their passion
      In the case of brand advocates, giving them a forum to express their support
      Feeding them information that confirms their decision to support the brand
      Activating them when needed
    • 9. Important Vehicle for Segmenting Your Audiences
      You are not speaking to a homogenous group
      So to most effectively engage segments of your customer base, you can create vehicles that speak to them specifically
      “Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith
      Mommy blogs are exactly that kind of tool
    • 10. Building Up Equity for a Rainy Day
      “Green Stamps” analogy
      Market traditional services
      Circumvent traditional media when necessary
      Take messaging directly to audience, unfiltered
      Allow for conversation and engagement
    • 11. Twitter/Facebook/Blog Trifecta
      Power of using these in tandem
      Twitter’s ability to reach out
      Facebook’s positive character, storytelling ability and group-building capacity
      Blog: long-form storytelling; ability to establish a brand voice/personality
    • 12. Hospital Blogs
      Seattle Mama Doc
      Wendy Sue Swanson, MD
    • 13. Hospital Blogs
    • 14. Hospital Blogs
    • 15. Hospital Blogs
    • 16. Branded Facebook Page
    • 17. Hospital Blogs
    • 18. Hospital Blogs
    • 19.
    • 20.
    • 21.
    • 22.
    • 23.
    • 24.
    • 25. Merrimack Valley Moms
    • 26. Merrimack Valley Moms Blog
      How do we engage busy moms?
      Lowell General Hospital & Tufts Medical Center decided to start a mommy blog for the Merrimack Valley Region of Massachusetts.
      Recruiting bloggers via a Facebook contest
      The contest’s impact on Twitter and Facebook
      Building community: Mommy Blogger Brunch
    • 27. Merrimack Valley Moms
    • 28. Facebook Promotion
      Posted contest announcement to Facebook Wall:
      Looking for 4 local moms to serve as bloggers
      $250 prize and a position as a mommy blogger
      Month-long promotion
      Entries: write on our Facebook Wall and tell us why you’d be a great mommy blogger
      Extended the contest to heighten interest
      Selected 4 local moms and one employee of LGH
    • 29. Facebook Promotion
      Posted contest announcement to Facebook Wall:
      Lots of engagement during the contest
      Supporters of each of the blogger candidates would come to the site and voice their support
      Drove Facebook likes and Twitter Followers
      The announcement of the winners led to terrific press coverage
      Each blogger brought her own group of followers to our new community!
    • 30. Merrimack Valley Moms
      Spreading the word via area Facebook groups
    • 31. Merrimack Valley Moms
    • 32. Feature from Lowell General’s newsletter
    • 33. Mommy Blog Brunch
      Purpose: create community
      Encourage the moms to support one another
      Comment on each other’s blog posts
      Promote posts via Facebook and Twitter
      Teach mommy bloggers how to use Twitter
      Explain rules of engagement
      Distribute the posting schedule
      Video the moms for intro posts
    • 34. http://tinyurl.com/4pqu2cp
    • 35. http://tinyurl.com/4pqu2cp
    • 36. Rules of Engagement
      Keep it positive
      Write about your life experiences
      Avoid negatives – not here to critique local businesses
      Generally avoid healthcare as a topic
      Avoid becoming an expert
    • 37. Blog Mechanics
      Wordpress blog – very easy
      Post 4 to 5 times each week
      Moms submit word documents and photos
      Marketing team edits and posts entries
      We supplement with posts about local events and hospital events
      Guest bloggers from the hospital
      Marketing team approves comments
    • 38. Blog Mechanics
      Each new entry is posted to the hospital’s Facebook wall
      We Tweet a link to each new post (LGH and Tufts Medical Center)
      We created a hashtag to make it easy to follow the blog on Twitter (#mvmoms)
    • 39. Engagement & Results
      What we’ve seen so far (9 months):
      208 comments!!
      13,273 visitors
      Average 1,500 per month
      50 visitors per day
      15 hours per month to maintain
    • 40.
    • 41.
    • 42. Merrimack Valley Moms
      Examples of engagement
      on Facebook
    • 43. Results/Outcomes
      Community - made up of our target audience
      Vehicle for marketing service lines
      Vehicle for marketing our affiliation
      Press coverage – regional and industry-wide
      Developed a model that can be sustained
      Opportunity for year-round engagement
      Deepened relationship with target audience
      Enhanced social media presence across platforms
    • 44. Results/Outcomes
      LGH – now1,016Facebook followers
      786 Twitter followers
      Both grew significantly since contest started
      128 click throughs for more info about Floating Hospital for Children
      210 click throughs for more info about Lowell General Hospital
      Blog’s top referrers have been Facebook, LGH website and Twitter
    • 45. Merrimack Valley Moms
    • 46. Merrimack Valley Moms
    • 47. Merrimack Valley Moms
    • 48.
    • 49.
    • 50. What We Learned
      Succeeded in creating community
      Need to expand that community
      Bloggers vary in productivity
      Need additional bloggers to sustain momentum and keep interest
      Looking into a second contest to recruit more bloggers
      Challenge securing guest bloggers from hospital – adding health content
    • 51. SignatureMoms.com
    • 52. Signature Healthcare
      In affiliation with Tufts Medical Center
      Brockton, Massachusetts
      Lost connection with the community
      Financial woes
      Leadership transition
      Suburban competitors
      Lack of marketing infrastructure
      No social media presence
    • 53. Overall Ad Campaign
    • 54. http://signaturemoms.com/
    • 55. Supporting Print Ad
    • 56. Supporting Bus Ad
    • 57. Facebook Promotion & Engagement
    • 58. Facebook Promotion & Engagement
    • 59. Facebook Promotion & Engagement
    • 60. http://tinyurl.com/4pqu2cp
    • 61. http://tinyurl.com/4pqu2cp
    • 62. Blog Traffic
      • 1,154 visitors during first 6 weeks (contest period)
    • Blog Traffic
      • 2,999 visitors during first 11 weeks
    • Early Facebook Demographics
      • 204 Facebook fans during first 6 weeks (contest period)
      • 63. 25,160 post views, 252 post comments/likes
    • Rapid Twitter Growth
      • 328Twitter followers by end of contest
      • 64. 604updates
    • Measure of Online Influence
    • 65.
      • Daily News ReTweeted201times; 281 online views
      • 66. http://paper.li/SignatureHlth
    • 67.
    • 68.
    • 69. Questions:
      Should the mommy blog have its own Twitter feed?
      Facebook page?
      What are the opportunities to further build community in real life – in conjunction with the mommy blog? Events? Seminars?
      Should you allow advertising on the site?
    • 70. Other Types of Blogs to Engage Different Constituents
    • 71.
    • 72. http://www.msnbc.msn.com/id/9889617/
    • 73. Contact Information
      Brooke Tyson Hynes, Tufts Medical Center
      BTysonHynes@tuftsmedicalcenter.org
      Twitter: @TuftsMedicalCtr
      Dan Dunlop, Jennings
      ddunlop@jenningsco.com
      Twitter: @dandunlop & @JenningsHealth
      Blog: http://thehealthcaremarketer.wordpress.com

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